Digital Experience Intelligence (DXI)
Thinking As Customer:
Turn Customer Insights Into
Real-Time Decisions
We eliminated bias and significantly reduced OPEX costs for external service providers
CPO, Air Up
OPEX Costs
-95%
Cost
Reduction
Speed to market
>10X
Faster
decision taking
The Customer’s profile
Consumer goods brand with strong focus on innovation and sustainability
Air Up disrupts the beverage industry by unlocking a new category of hydration. A brand with strong focus on customer centricity and innovation.
Millions bottles sold on European markets with rapid international growth
Strong focus on innovation and sustainability
Digitally native brand with focus on community and GenZ/Gen Alpha
Strong investment in brand, product innovation, and customer insights
The Challenge
High Insight Cost. Low Decision Speed.
Customer and brand insights were outdated, static, and fragmented, living in presentations rather than operational workflows.
Heavy dependence on costly external research agencies slowed decision-making and increased OPEX.
Insight generation required 4–6 weeks, lagging behind rapidly changing customer behaviour and market dynamics.
Strategic decisions were often driven by assumptions and bias, with limited direct access to the customer perspective across teams.
Customer and brand insights were slow, fragmented, and expensive — limiting speed, accuracy, and customer-centric decision-making.
The Solution
Customer Twin Enable first-person customer perspective
Customer Twins trained on customer research, brand knowledge, and internal data.
Shift from descriptive research to first-person customer perspective, enabling teams to “think as the customer.”
Conversational access to customer insights for marketing, brand, product, sales, and service teams
Use cases include brand advisory, campaign validation, product A/B testing, pricing decisions, and content optimization.
Additional Benefits
A/B Testing
CPO, Air Up
Business Impact
From Brand Bottleneck
to Brand Enabler
-95
Reduction in OPEX cost
+90
Faster time-to-insight, enabling near real-time decision-making.
>10
